Category Archives: StartUps

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Setting the tone. Think carefully about exactly what’s important to you and your business – your business name sets the tone for all that follows.

What’s the first thing you want a customer to understand about your business? Whether your name is playful, edgy or professional, just make sure it reflects what your business is and what you want it to be in the future.

KISS – Simple is strong. A compelling name is easy to spell, pronounce and above all, remember. If you need to explain your business name, you’ve failed to make an impact

Avoid initials! A random collection of letters isn’t going to inspire an emotional connection. Also, you can run into branding design headaches if you have two different business names i.e. the initials and the name spelled out.

Elect for a descriptive name. A descriptive name will capture your company more effectively than a generic word, which won’t reflect exactly what you do. Adding a description instantly tells potential customers what your business is all about.

Don’t hem yourself in. Having said that, you don’t want the name to be too descriptive; if your company is successful, you may decide to expand your offer further down the road. Consider where your brand is today, as well as where you want to go in the future.

Watch your language. A word in English may have a negative meaning in another language or culture. The best way to avoid creating an embarrassing or damaging brand situation is to test your name on your target audience; your targeted customers may see something you hadn’t considered.

Take your time. Don’t rush in with the first name you come up with. It can take several months before the name feels natural and easy to live with. This is particularly true when a name is a little unusual or quirky – often the case for some the industry’s most memorable and impactful names such as Google, Apple, Amazon, Nike who have proved that a strong product can overcome a potentially ill-conceived name.

Don’t peak too soon. Don’t get too attached to any one name during your brainstorming process. It’s always tempting to start envisioning your company logo, web design, signage, business cards, etc. when you fall in love with a name.

Do your research before employing expensive design agents; make sure that perfect name is legally available for you to use and just use simple template designed stationery to start with so you can get the name out there. Once the business is underway and bringing in sales, that’s the time to review and shell out for professional services. If the business fails, that’s a lot of money you could have invested into promoting your business, down the drain. . . . .